7 steps for creating your 2021 marketing plan
I can’t believe it’s already time to welcome a new year! I mean, I think we’re all somewhat excited to say goodbye to 2020 and get a fresh start and that’s what your new marketing plan is, a fresh start!
Your marketing plan not only outlines what marketing tactics are going to be used this year but also confirms that your audience is the same as well as unites all of your campaigns for a unified feeling and holistic approach.
A marketing plan is a living document and should be updated throughout the year as needed. If by April you’re finding your sponsored content channel isn’t performing the way you want, it’s okay to cut it and reallocate that money, time, and energy into something else. But, you should still have the plan to fall back on for a steady stream of campaigns and content.
In this post, I’m sharing the steps needed to craft a strong marketing plan so you can start driving marketing and sales results on day 1, well day 2 since it’s not a holiday.
From running the numbers to mapping out content pieces, these are the seven steps you’ll want to take to build your 2021 marketing plan!
How to create a 2021 marketing plan
1. Determine your budget
If possible, try to get your budget before mapping out your marketing plan as it can help you quickly identify feasible campaigns and tactics and nix ideas that aren’t cost-effective. Keep in mind any changes you want to make to your budget, such as upping your daily ad spend on Google Ads or purchasing a higher level sponsorship at an event or with an industry trade publication.
When making budgets, I always ensure we’re dedicating money to tried-and-true tactics as well as allocating some spend on new channels that may have a better ROI.
2. Review lessons learned
Take the time to sit down with your team and review how the year went in terms of leads, sales, revenue, and customer engagement metrics. Discuss what worked and what didn’t and dive deep into the data to see what channels or campaigns were successful and where you might have new opportunities.
There’s no point in continuing a campaign or using a tactic that isn’t driving results and now’s the time to make changes. You’ll also want to run a content audit and talk with sales about events to see what can be improved upon in the next year.
3. View the product & sales roadmap
Before you plan your marketing strategy you’ll want to take a look at the roadmap your product and sales teams are following to make sure you have the right plans in place to assist their efforts.
See what new products or updates are coming down the line, discuss any special offers you could market to your prospects, or be aware of price increases that might require some reassuring and benefits-based messaging ahead of the announcement.
There’s no point in planning your campaigns when you might have to drop some or rearrange them based on changes in products or sales opportunities.
4. List out opportunities and challenges
Have you had your eye on a new channel or sponsorship opportunity all year long? Add it to your 2021 plan! This is where it’s a good idea to have your budget done so you don’t get too attached to an awesome idea that just won’t work with your budget.
This is also the time to run a competitive analysis, look at industry publications, and check-in with influencers to see what opportunities you need to take advantage of this coming year and identify what challenges might lie ahead so you can better prepare.
5. Confirm or change buyer personas
As your brand grows or evolves, your customers can be expected to change as well. Before mapping out your year’s worth of campaigns for a specific audience, double check and confirm that your buyer personas are still correct or need to be updated slightly. Maybe a product you launched in 2020 opened a whole new customer segment that your marketing needs to cover in the coming year.
6. Create your content strategy
Now it’s time to set goals, outline what tactics will be used for different types of campaigns, develop marketing initiatives, and set a timeline. Some elements of your content strategy will be ongoing, like social media, email, and advertising, but other initiatives may be time-bound, like refreshing your website or integrating Salesforce.
7. Build your content calendar
Develop next year’s content calendar, even if the second half of the year is just placeholders until you have better insight into what’s performing well in 2021. How granular you get with your calendar is up to you, but I like making mine per month for a high level overview of big content assets and then having a separate social media calendar for daily posts.
Let’s say you work for a SaaS company, a sample content calendar could look like:
| Tactic | January | February | March |
| Blog | 10 reasons to upgrade to X software | Love is in the air: How to use the Cloud sync with X software | Spring cleaning: Computer edition |
| Ebook | How to upgrade to X software | Improving productivity with X software | |
| Webinar | Future-proofing your operations with X software | ||
| Email campaign | Key benefits of X software | How to future-proof operations with X software | |
| One-off email | January newsletter | 2021 events lineup | March newsletter |
| Video | Ebook teaser | Ebook teaser | |
| Sponsored content | Compare: X software vs. Y software | 3 ways to go green with X software |
Are there other steps you take when creating your yearly marketing plan? Share your ideas in the comments below or give me a shout on Twitter!
